5 Minutes with… Christina Yu
When Christina Yu landed at Lifelong Crush just over one year ago, the excitement was palpable. On the one hand, she couldn’t wait to get started with her co-chief creative officer Derek Blais, as well as managing director Caroline Kilgour, but equally, there was a lot of buzz around the agency securing someone with her resumé. After all, the Cannes Lion-winning creative and film director seemed the perfect person to help push the agency’s new ethos of ‘unconstrained ideas forever’.
Thus far, this decision seems to have paid off in spades. Christina’s prior experiences at the likes of Rethink, Red Urban (which she co-founded within the DDB network) and BBDO have helped her ideate and direct some amazing work for the likes of Lee Valley, Scarborough Health Network and Dairy Farmers of Ontario, to name a few.
Moreover, her consistent passion for building brands has been well-received, as she’s not only pushed the agency’s partners to up their game, but internally, has proven instrumental in developing the team, as she puts it, ‘Avengers’-style. (However, for someone who is a frequent industry speaker and visiting professor at OCAD University in her spare time, this isn’t too surprising. It’s just what she does)!
To learn more about all of this, and take a broader look at the career which brought her here, LBB’s Jordan Won Neufeldt sat down with Christina for a chat.
LBB> From the top, how did you get started in the industry? Tell us about your story!
Christina> I won the Leo Burnett tuition scholarship in my third year of OCAD University (which came with an internship at Leo Burnett). So that was my true start. But I’d like to think my creative campaign for student council vice president in high school was my official start!
LBB> Notably, you’ve been working in advertising for over 20 years at this point. How have things changed since you got started? And how have you kept the experience fresh and exciting?
Christina> A lot has changed. Notably, the way an agency is run. But in the same breath, a lot has stayed the same. Like the world, agency creative has become quick hits that are forgotten seven days later. But what I miss and still pursue is brand building – the long-lasting good stuff.
LBB> You’ve had a whole bunch of cool experiences throughout your career, all culminating in you becoming CCO at Lifelong Crush. What made this the right place for you?
Christina> I’ve come to learn that it’s the people that you surround yourself with that help make you better. Lifelong Crush is that place for me. I’ve reconnected with past colleagues and clients that I’ve admired and I’m inspired by. Lifelong Crush also lets me pursue my passion in filmmaking, as well as creative leadership.
LBB> Speaking of which, you recently passed the one year mark in the position. What lessons have you learned in that time, and what are your goals for year two?
Christina> Our first year was about assembling our team, ‘Avengers’-style. I’m hoping our second year will see us hit all our creative and business goals and be idolised and respected worldwide. (That might be a bit ambitious).
LBB> Let’s talk a little more about you! You’re also known as a film director, which isn’t a hat you see many CCOs wearing. How did you get started in this, and how do these skill sets complement one another?
Christina> I love deconstructing ads, and I love dissecting films. I think if you can understand all the trigger points and put them into your arsenal, the better you’ll be as a creative. How music, colour, edit points, and design all feed into one another.
LBB> With that in mind, what is the most significant project you’ve worked on in your career? And how does it reflect your creative style?
Christina> I have many favourites, but the most significant to me has been a Volkswagen campaign that was a short film featuring a man travelling around the world in his 1955 Volkswagen Beetle. It’s called, ‘Once More: The Story of VIN 903847’.
LBB> You’re also a huge believer in design sensibility and building brand talents. Why are these so important to you, and how do they factor into both your creative work, and your mission as an industry leader?
Christina> How do you know this?! I AM a huge believer in design. I love how disciplined it is and how good design can make you feel and live well. I also believe in building brands. Maybe the reason I love design is because good design is timeless. I love the rules that design provides and I love advertising because it means I get to break them. Lifelong Crush's motto is about creating a lasting impression. Imagine creating work that people remember with fondness.
LBB> As part of this, you’ve shown great flexibility across various advertising categories. To what do you attribute this success?
Christina> Rather than focusing on a specific channel like a TV script, I prefer to develop the core creative concept first, and then determine the best channel for it.
LBB> Outside of work, you’re also still regularly involved with OCAD University. How did this get started, and why is it important to you?
Christina> I was quoted in an article saying that I would love to teach, and a few weeks later, the dean of the OCAD communication design program called me. I had good mentors throughout my career, and I wanted to share the wisdom I was given. Plus, young creatives have no guardrails – their thinking is unconstrained, which is something I try to encourage my team to do. I find it inspiring!
LBB> With all this in mind, what are the most important lessons you’ve learned in your time in the industry, and why? And is there any advice you’d give to the juniors looking to learn from you?
Christina> The old saying still applies: ‘you will go further with hard work than with just pure talent’. I think that if you have the willingness to learn and fail, you will get further than a person who may be more talented than you but is lazy.
LBB> Finally, work isn’t everything. What do you like to do outside the office, and what helps you de-stress after a long day at work.
Christina> If I’m not at work, I'm likely at a pitch or a baseball diamond watching my twin boys play sports. You can also find me at a dirty gym working out with my girlfriends, or eating.
